The observation that stood out to me was:
The probability of viral infection decreases with repeated interaction Providing excessive incentives for customers to recommend actually weakens the credibility of those links. The probability of purchasing a product increases with the number of recommendations received, but quickly saturates to a constant and relatively low probability.The strength of viral marketing is its credibility. Traditional advertising has lost its credibility. But if you beat people over the head with viral marketing - begging or badgering people to spread the word about your product - it loses credibility, too.
You can help foster word of mouth in two ways:
- Create communication channels such as online forums, blogs, etc.
- Incorporate symbolic focus in the key messages you use to market your product.